Marketing & Retailing Path
Business Education Department
Teacher: Nina Consolini
Licensure - Business 5-12, Preliminary
VOCED Marketing 9-14 Preliminary
Overview
Marketing and Retailing classes will help students determine if they are interested in a career in Business. Students in these classes
have the opportunity to become involved in DECA competitions. Students that choose to join DECA and go to compete gain valuable
real-life experience that will help them in the future. Each class focuses on building skills that students will need to become
successful. The W-H student learning expectations that are focused on through this program are as follows:
1.
2.
3.
4.
5.
6.
Read, write and communicate effectively.
Utilize technologies appropriately and effectively.
Apply critical thinking skills.
Explore and express ideas creatively.
Participate in learning both individually and collaboratively.
Demonstrate personal, social, and civic responsibility.
Course Descriptions
Marketing I:
This course is designed to help students broaden their basic skills and to develop favorable attitudes toward retailing and marketing.
Emphasis is placed on the understanding of economics, marketing techniques, basic business math skills, computer skills, and
effective written and oral communications, merchandising, and DECA activities. Students will assist in helping with promotional
activities for the school store as needed.
A sample of the weekly plans and frameworks connection is attached.
Retailing:
This course stresses on-the-job training. Emphasis is placed on skill building activities in the areas of inventory control, salesmanship,
display, distribution and distributive careers. The fundamentals of opening your own business are also included. A major
responsibility of students taking this course is the running of the school store. In conjunction to running the school students also run a
mock business within virtual retailing software. All students in this class have the option to participate in DECA activities.
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Marketing I:
Strands * Objectives
2.0.01 –
2.0.08,
2.S.07,
2.R.01 –
2.R.06
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2..01.c,
2.R.01,
3.B.01c,
6.A.01a,
6.B.01a
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2.A.01c –
2.A.07
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Define marketing
Explain the foundations of
marketing
Understanding the marketing
concept
Apply the concept of utility
Describe market share
Define target market
List the components in the
marketing mix
Conduct a SWOT analysis
Identify the factors in the
environmental scan
Explain the basic elements of a
marketing plan
Analyze a target market
Differentiate between mass
marketing and market
segmentation
Identify 8 types of computer
applications and explain how
these are used in business and
marketing
Describe the types of computer
software that are influencing and
reshaping the world of
marketing
Explain how the internet and
world wide web can increase
business productivity
recognize the personal traits
necessary for ethical action in
the workplace
identify important interpersonal
skills
Unit
Time
Resources
WHRSD Student
Expectations
The World of
Marketing
1 wk.
Marketing Essentials by Glencoe
1-6
Technology
Applications for
Marketing
1/2 wk.
Marketing Essentials by Glencoe
1-6
Interpersonal Skills
1/2 wk.
Marketing Essentials by Glencoe
1-6
3
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2.C.01c –
2.C.03c,
2.J.01 –
2.J.03
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perform effectively in diverse
environments
manage conflict by using
appropriate negotiable skills
discuss how to receive and
handle customer complaints
identify skills needed to be a
good team member and provide
leadership
name six aspects of successful
teamwork
define selling and different types
of selling situations
explain the purpose and goals of
selling
differentiate between rational
and emotional buying motives
list 3 levels of customer decision
making
list the 7 steps of a sale
explain the importance and
purposes of the approach in the
sales process
name 3 methods for making the
initial approach in retail sales
explain why determining needs
is an essential step in the sales
process
describe the goal of a product
presentation
list 4 techniques that create a
lively and effective product
presentation
demonstrate the general 4-step
method for handling customer
objections
Selling
1 wk.
Marketing Essentials by Glencoe
1-6
4
2.L.01 2.L.10,
5.E01a –
5.E.02a
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identify the various types of
promotion
distinguish between public
relations and publicity
describe the concept of the
promotional mix
define sales promotions
identify the elements of visual
merchandising
describe the types of display
arrangements
list the five steps in creating a
display
identify the different types of
advertising media
identify media measurement
techniques
explain promotional budget
methods
explain the role of an advertising
agency
identify the components of print
advertising
explain he principles of
preparing an ad layout
Promotion
2 wks.
Marketing Essentials by Glencoe
1-6
5
2.K.01 –
2.K.04,
2.K.06 –
2.K.08
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identify channel members
explain distribution planning
name and describe the 3 levels
of distribution intensity
describe the challenges of
distribution planning for
international markets
identify transportations systems
and services that move products
from manufacturers to
consumers
identify the types of warehouses
discuss distribution planning for
international markets
describe the 6-month
merchandise plan and explain its
calculations
list the 3 types of purchase
situations
name the factors involved in
negotiating the sale
describe the receiving process
explain stock handling
techniques used in receiving
deliveries
analyze sales information to
determine inventory turnover
Distribution
1 wk.
Marketing Essentials by Glencoe
1-6
6
2.K.05,
3.B.01c,
2.I.01 –
2.I.05
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2.O.01 –
2.O.07,
3.A.02c,
3.A.03c,
3.B.08,
3.B.11 –
3.B.12
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explain the goal of pricing
differentiate between market
share and market position
list the 4 factors that affect price
planning
analyze demand elasticity and
supply and demand theory
explain how government
regulations affect price planning
list the steps involved in
determining a price
describe the pricing strategies
that adjust the base price
explain the relationship between
pricing and the product life cycle
identify procedures for gathering
information using technology
identify the methods of
conduction marketing research
discuss trends and limitations in
marketing research
explain the steps in designing
and conducting marketing
research
compare primary and secondary
data
design a marketing research
survey
administer a marketing research
survey
Pricing
1wk
Marketing Essentials by Glencoe
1-6
Marketing Information
Management
1 wk
Marketing Essentials by Glencoe
1-6
7
2.L.09 –
2.L.10
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3.A.02c –
3.A.03c,
3.A.11c,
3.A.16c,
3.B.07,
3.B.11 –
3.B.12,
4.C
6.C.03a –
6.C.08a
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describe the steps in product
planning
explain how to develop,
maintain, and improve a product
mix
identify the four stages of the
product life cycle
describe product positioning
techniques
discuss the nature, scope, and
importance of branding product
planning
identify the various branding
elements
list 3 different types of brands
explain the functions of product
packaging
identify the functions of labels
conduct research on
communities
based on demographic
information, create target
markets
decide on retail store based on
research
develop customer profile
compile competitor profile
design a chart of the 4 p’s for
business
conduct a SWOT analysis
describe technology that is
needed
job descriptions of positions in
business
create a feature-benefit chart for
one product offered in store
Product and Service
Management
1 wk
Marketing Essentials by Glencoe
1-6
Developing a Retail
Plan Project ; part 1
(work in groups of 3
students)
1 wk.
Marketing Essentials by Glencoe,
classroom materials passed out
during the year, internet, library,
local newspaper rate cards
1-6
8
3.A.06c,
3.A.08c,
3.A.11c,
3.A.12c,
3.A.16c,
3.A.27,
3.B.11 –
3.B.12,
4.C
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3.A.13c,
3.A.25,
3.B.12
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create an advertising plan for
store (including print, tv and
radio)
create sales promotional pieces
for the store using technology
develop a floor plan of store
choose 10 items to sell and price
them (mark-up type)
price out print ad media buys
identify the distribution method
to be used
write a survey for your
customers to gain information
Oral presentation of project 1
and 2 to the class
Must use technology for
demonstration
Developing a Retail
Plan Project ; part 2
(work in same groups
of 3)
1 wk.
Marketing Essentials by Glencoe,
classroom materials passed out
during the year, internet, library,
local newspaper rate cards
1-6
Developing a Retail
Plan Project ; part 3
(work in same groups
of 3)
2 days to
present
Project 1 & 2
1-6
* Marketing frameworks attached (Vocational Technical Education Framework; Business and consumer Services cluster – Marketing,
June 2006)
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